Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand‐induced taste perception. Two experiments involving taste trials (blind vs brand‐cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well‐defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.     

Lived religion meets secular life: the dynamics of framing and the subjunctive power of ritual

ABSTRACT

In spite of the variety of often welcome everyday enchantments and empowerment that lived religion may bring to an individual in his/her personal life, it may become problematic in a person’s social life due to provoking tensions with significant others who hold different worldviews. This controversy necessitates the adoption of tactics and practices for adjustment and regulation, should that individual wish to enhance the benefits of religious enchantment and, simultaneously, maintain his/her position in the shared social lifeworld. This article argues that ritual theory, particularly in combining the notions of ritual framing and the subjunctive mode of ritual, offers a promising approach to researching this dynamic. The ritual studies approach helps shed light on the sometimes quite subtle ways in which moving in and out of the ritual frame makes it possible to regulate the often delicate balance of enchantment and disenchantment. This article examines the case study of women engaging in angel spirituality in Finland and the way they are able to navigate different ‘religious’ and ‘secular’ worlds. It argues that the dynamic combination of ritual framing and the subjunctive mode of ritual works as important possibility work in everyday life in a society which is uneasy about very strong expressions of lived religion.